Lay of the Brand
Merritt Group
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S4E39 AI Thought Leadership: What's Missing and What Works
When AI puts out generic surface level content, it doesn't build credibility and it doesn't sound like an actual person. And it absolutely doesn't deliver fresh ideas. So it's not really thought…
S4E38 Next-level analyst relations
A new Sapio Research report finds that 92 percent of decision-makers say analysts directly shape their opinions on vendors and solutions. So how do you make analyst relations an effective part of…
S3E37 The secrets of cyber influencer marketing - Part 2
Continuing our two-part series, last time we talked about getting started with influencer marketing and how to find the right influencers for your campaign goals. Now we're uncovering how to measure,…
S3E36 The secrets of cyber influencer marketing - Part 1
Influencers are having a huge impact on marketing and PR. But if there’s any discipline that runs on trust, it’s cybersecurity. So, working with influencers could create terrific results, but that’s…
S3E35 Navigating the fractured customer journey w/Pat Barrett, Unison
Today's buyers jump around throughout the decision process, loop in new stakeholders midstream, and often do months of research before ever speaking to sales. So why are so many marketing strategies…
S3E34 B2G success in a DOGE environment with guest Brian Chidester
In this episode of Lay of the Brand, host Peter Jacobs is joined by Brian Chidester, Head of Global Strategy and Innovation for Public Sector at Adobe and host of The Government Huddle podcast. With…
S3E33 Cybersecurity marketing — what's working and what's coming next w/Gianna Whitver and Michelle Shafer
Reaching CISOs has never been easy, but with different channels coming to the forefront and a barrage of AI-powered threats (and solutions) to contend with, how to engage that audience is trickier…
S3E32 B2B Influencer Marketing with Samsung's Nidhi Mehta
In this episode of Lay of the Brand, host Peter Jacobs talks with Nidhi Mehta, the Social and Influencer Lead at Samsung Electronics America, to unravel how influencer marketing is no longer just for…
S3E31 B2G Marketing: Creating End of FY24 Impact with Mark Amtower
The end of the federal government's FY gets everyone scrambling to deliver proposals, but marketing still has a lot to do. That's why we asked Mark Amtower, the godfather of federal marketing, for…
S3E30 2024 AI survey report: how to reach B2B AI buyers now
Over 90% of professionals surveyed say their organizations will use AI more frequently this year than last year. AI providers need to learn what their target audiences really think about AI, both…
S2E29 B2B Influencer Marketing with Carter Hostelley, LeadTail
Influencers are everywhere, but this trend goes beyond fashion tips and recipe hacks. Influencer marketing is essential for B2B tech marketers and PR pros, too. Carter Hostelly, CEO of LeadTail,…
S2E28 2024 B2B Media Outlook with Sam Whitmore
What's next for the B2B tech media world -- and how should PR pros and marketing leaders prepare for the big changes ahead? Sam Whitmore of Sam Whitmore's Media Survey (mediasurvey.com) joins host…
S2E27 The 5 Scariest B2G Marketing Mistakes with Matt Donovan, Merritt Group
Marketing to the government is very different from a B2B approach. A lot of government-focused companies have strategies in place to crack this code, and have even engaged marketing and PR agencies…
S2E26 Marketing to healthcare CIOs — our 2022 survey results
For healthcare technology marketers, knowing where to focus your efforts and your resources starts with understanding what CIOs really want from you — and what they don’t. What’s the best way to…
S1E25 2023 predictions for marketing and PR with Microsoft and Merritt Group
For tech marketers and PR pros, 2023 could be a wild ride, with an uncertain economy and new possibilities to engage with customers, the media, and influencers. Still, as we've seen in the 25 years…
S1E24 Take control of your personal brand
As PR and marketing professionals, we’re consumed by the brand reputation of the clients and organizations we represent, but often fail to build our own personal brand. Carol Blymire, founder and CEO…
S1E23 B2B marketing in the metaverse
Is the metaverse just the next "next big thing?" Or is it a totally new way of looking at interactivity and engagement? And what can marketers be doing now to make sure they aren’t left behind?…
S1E22 Launching and Measuring Your B2G ABM Campaign with Aaron Heffron and Kate Tong
In the final episode of our three-part series, we're looking at how to put the data you've gathered and the content you've created to work. What channels do you choose and what should you measure to…
S1E21 Creating valuable B2G content for ABM with Aaron Heffron and Courtney Hastings
In part two of our three part series on federal account based marketing (ABM), we’re looking at creating powerful messaging and content strategies. How does research inform content, and how can you…
S1E20 EdTech: Adapt and evolve your marketing with Laura Sullivan, Presence Learning
With school districts across the country again embracing classroom learning, we're taking a look at how the marketing of educational technology (EdTech) has changed in recent times — and where EdTech…
Frequently Asked Questions
Lay of the Brand has published 39 episodes since June 2019, covering topics in Business, Entrepreneurship.
Lay of the Brand is currently highly active with new episodes every 2 months. Average episode length is 26m.
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